The BMW M550i "Hot Lap Pitch"

In honor of the world's fastest accelerator, BMW's latest activation has start-up entrepreneurs pitch their game-changing ideas while hurtling around a track in "Hot Lap." Featuring videos directed by Bullitt director Mouse McCoy, the "BMW Hot Lap Pitch" shows just where speed, precision, and smart ideas can lead: the fast track to fruition.

Tapping McCoy's unique intersection of experience in documentary, automotive and 360 projects, the "BMW Hot Lap Pitch" is a filmed live event, a brand-supported concept created by KBS, where participants, prepared to pitch their innovative ideas, were unexpectedly introduced to the pressure and intensity of the high speed pitch ride. Crafting a climate that worked both as an in person experience and one that would play out on screen, involved intensive planning and coordination with the agency and production teams. As the "BMW Hot Lap Pitch," campaign reveals, the intersection of brand-supported entertainment aligns with innovation to support big ideas with the potential for huge effect.